中国控烟环境下万宝路对消费者的品牌宣传的方法
发布时间：2018-08-17 11:29
【摘要】：万宝路是世界烟草第一品牌,位居世界品牌价值排行的前列。从20世纪末开始,万宝路将中国市场作为未来最为重要的投资市场。经过坚苦卓绝的谈判,2008年万宝路与中国烟草总局达成了全球战略协议。至此,万宝路将享受国产烟待遇在全中国大规模投放上市,与国产烟一同争夺巨大的中国烟草市场。虽然万宝路在全球的销量遥遥领先于其它烟草品牌,但在中国面对的现实是:在各省烟草垄断的情况下,大多数消费者对万宝路品牌的认同率非常低。如何从消费者层面拉动销量、提升品牌形象,是万宝路在中国的当务之急。2005年,中国政府签署了《烟草控制框架公约》。万宝路在控烟环境越来越严峻的情况下如何发展,如何使自身的品牌在中国牢固地树立起来? 本文就是针对上述问题,以万宝路在中国消费者中拓展品牌的方法为主要研究对象,主要研究了以下内容: 1、在控烟环境下,单个产品包装和陈列对于个体消费者的影响,并从这个角度去分析对万宝路品牌所产生的影响。 2、针对控烟的影响,探讨万宝路如何在自身包装、陈列设计上既能做到符合法规规范,又能够最大可能性地在消费者心中树立正面的品牌形象。 3、从单个产品、单个消费者以外以及群体的角度,控烟法规如何对万宝路品牌的群体性宣传所产生的影响。 本文通过分析万宝路在中国的发展过程中面临的具有代表性、普遍性的问题,通过研究问题的性质和相应的法律规范,在实际可操作性上去逐个分析问题、提出解决方案。本文集中想要解决的问题,主要有两个方面:一是,法规对烟草产品的包装和对外展示做了严格的规定,其中一些做法不仅起不到品牌宣传的目的,甚至产生了让消费者厌恶的情绪体验,我们能在符合法律规范的情况下能做什么样的调整和举措,从而让万宝路的品牌形象重新塑造起来?二是,失去了大众的广告宣传媒介,万宝路该如何在中国市场大规模地宣传品牌,使更多的消费者接受万宝路这个品牌。
[Abstract]:Marlboro is the world's first brand of tobacco, ranking the world's top brand value. Since the end of the 20th century, Marlboro has regarded the Chinese market as the most important investment market in the future. After tough negotiations, Marlboro reached a global strategic agreement with China Tobacco Administration in 2008. At this point, Marlboro will enjoy the treatment of domestic tobacco in the large-scale launch of the Chinese market, with domestic cigarettes to compete for the huge Chinese tobacco market. While Marlboro is well ahead of other tobacco brands in global sales, the reality in China is that most consumers have a very low acceptance rate for the Marlboro brand in the face of provincial tobacco monopolies. How to boost the sales volume and promote the brand image from the consumer level is an urgent task for Marlboro in China. In 2005, the Chinese government signed the Framework Convention on Tobacco Control. How to develop Marlboro in the increasingly serious environment of tobacco control and how to establish its brand firmly in China? In view of the above problems, this paper takes Marlboro's method of brand expansion among Chinese consumers as the main research object. The main research contents are as follows: 1, in the tobacco control environment, The impact of individual product packaging and display on individual consumers, and from this perspective to analyze the impact on the Marlboro brand. 2, in view of the impact of tobacco control, discuss how Marlboro packages in its own. Display design can not only comply with the legal norms, but also be able to establish a positive brand image in consumers' minds. 3. From the perspective of single product, single consumer and group, How the tobacco control regulations influence the mass publicity of Marlboro brand. By analyzing the representative and universal problems that Marlboro faces in the development of China, and by studying the nature of the problems and the corresponding legal norms, this paper analyzes the problems one by one in terms of practical maneuverability, and puts forward solutions. This paper focuses on the problems to be solved, mainly in two aspects: first, the regulations make strict regulations on the packaging and external display of tobacco products, some of which not only do not serve the purpose of brand promotion, Even produced a consumer loathing emotional experience, we can in accordance with the legal norms of the circumstances can do what adjustments and measures, so that Marlboro brand image re-shape up? Second, the loss of the mass advertising media, Marlboro in the Chinese market how to promote the brand on a large scale, so that more consumers accept the Marlboro brand.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.8
本文编号：2187491
[Abstract]:Marlboro is the world's first brand of tobacco, ranking the world's top brand value. Since the end of the 20th century, Marlboro has regarded the Chinese market as the most important investment market in the future. After tough negotiations, Marlboro reached a global strategic agreement with China Tobacco Administration in 2008. At this point, Marlboro will enjoy the treatment of domestic tobacco in the large-scale launch of the Chinese market, with domestic cigarettes to compete for the huge Chinese tobacco market. While Marlboro is well ahead of other tobacco brands in global sales, the reality in China is that most consumers have a very low acceptance rate for the Marlboro brand in the face of provincial tobacco monopolies. How to boost the sales volume and promote the brand image from the consumer level is an urgent task for Marlboro in China. In 2005, the Chinese government signed the Framework Convention on Tobacco Control. How to develop Marlboro in the increasingly serious environment of tobacco control and how to establish its brand firmly in China? In view of the above problems, this paper takes Marlboro's method of brand expansion among Chinese consumers as the main research object. The main research contents are as follows: 1, in the tobacco control environment, The impact of individual product packaging and display on individual consumers, and from this perspective to analyze the impact on the Marlboro brand. 2, in view of the impact of tobacco control, discuss how Marlboro packages in its own. Display design can not only comply with the legal norms, but also be able to establish a positive brand image in consumers' minds. 3. From the perspective of single product, single consumer and group, How the tobacco control regulations influence the mass publicity of Marlboro brand. By analyzing the representative and universal problems that Marlboro faces in the development of China, and by studying the nature of the problems and the corresponding legal norms, this paper analyzes the problems one by one in terms of practical maneuverability, and puts forward solutions. This paper focuses on the problems to be solved, mainly in two aspects: first, the regulations make strict regulations on the packaging and external display of tobacco products, some of which not only do not serve the purpose of brand promotion, Even produced a consumer loathing emotional experience, we can in accordance with the legal norms of the circumstances can do what adjustments and measures, so that Marlboro brand image re-shape up? Second, the loss of the mass advertising media, Marlboro in the Chinese market how to promote the brand on a large scale, so that more consumers accept the Marlboro brand.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.8
【参考文献】
相关期刊论文 前1条
1 贾鹤;王永贵;刘佳媛;马剑虹;;参照群体对消费决策影响研究述评[J];外国经济与管理;2008年06期
，本文编号：2187491
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